Coca-Cola.ppt

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1、IntroductionProducts rangeMarket StrategiesCokes application 1 1IntroductionIntroduction The Coca-Cola Company was founded in 1886 and is headquartered in Atlanta, Georgia,is the worlds largest beverage Company. The company has 48% of the global market share.Coca-Cola currently offers more than 500

2、brands in over 200 countries or territories and serves over 1.7 billion servings each day.HappinessPassionVigor In 1886, when government passed prohibition legislation, Pemberton(彭伯顿) responded by developing Coca-Cola, a nonalcoholic(非酒精) version of French Wine Coca.The first sales were at pharmacy

3、in Atlanta. It was initially sold as a patent medicine for five cents , which were popular in the United States at the time due to the belief that carbonated water(碳酸饮料) was good for the health. He claimed Coca-Cola can cure many diseases.HistoryJohn Stith Pemberton约翰斯蒂斯彭伯顿 The drinks name refers to

4、 two of its original ingredients, which were kola nuts and coca leaves.合伙人罗宾逊（Frank M.Robinson）从其两种成分中激发出命名的灵感，这两种成分就是古柯（Coca）的叶子和可拉（Kola）的果实，罗宾逊为了整齐划一，将Kola的K改C，然后在两个词中间加一横，于是Coca-Cola便诞生了，第一份可口可乐售价为五美分。The NameDeveloping in China“蝌蝌啃蜡可口可乐” 得名于英国的一位上海教授蒋得名于英国的一位上海教授蒋彝。这家饮料公司也获得了迄今彝。这家饮料公司也获得了迄今为止被广

5、告界公认为翻译得最好为止被广告界公认为翻译得最好的品牌名的品牌名可口可乐。它不但可口可乐。它不但保持了英文名的音译，还比英文保持了英文名的音译，还比英文名更有寓意，在这两点的作用下，名更有寓意，在这两点的作用下，形成了最关键的流行因子：即无形成了最关键的流行因子：即无论书面还是口头，论书面还是口头，“可口可乐可口可乐”这个名字都易于传诵。这个名字都易于传诵。The Slogan1886： Drink Coca-Cola 请喝可口可乐。1927 ：Around the Corner from everywhere 无处不在的可口可乐。 1942 ：The only thing like Coca

6、-cola is Coca-cola itself 只有可口可乐才是可口可乐。 1969： Its the Real Thing 这是真的。 1987： Cant Beat the Feeling 挡不住的感觉。 1993： Always Coca Cola 尽情尽畅，永远是可口可乐。2000： Coca Cola. Enjoy 可口可乐，每刻尽可乐。2009： Open Happiness 畅爽开怀。 2016: Taste the Feeling 品味感觉Missionnto refresh the worldnto inspire moments of optimism and happ

7、inessnto create value and make a differenceVisionpeople : be a great place to work where people are inspired to be the best they can be.portfolio : bring to the world a portfolio of quality beverage brands(向世界展示一系列优质向世界展示一系列优质饮料品牌饮料品牌)that anticipate and satisfy peoples desires and their needs.partn

8、ers : nurture a winning network of customers and suppliers（形成一个赢得客户和（形成一个赢得客户和供应商的成功网络）供应商的成功网络）, together we create mutual（共同的）（共同的）, enduring（持久的）（持久的）value.2 2productsProduct materialspackedinglassjars:the glass bottle can be recycled to reduce costs is conducive to environmental protection.Plast

9、ic bottles:Plastic bottles is non-friable and easy to carry .The cost is lower.beverage can:Aluminum cans is more convenient to carry.Sprite雪碧雪碧zero零度零度Ice purified water冰露冰露The famous brands in our countryProductQoo酷儿Minute Maid美汁源Fanta 芳达3 3advertisment Coke was first Coke was first advertised as

10、remedy advertised as remedy for headaches and for headaches and exhaustionexhaustion（排气）（排气）. . Coke has been Coke has been advertising on advertising on television for 50 yearstelevision for 50 years Songs used in coca Songs used in coca cola commercials have cola commercials have become popularbec

11、ome popular They use catchy They use catchy mottos such as:Adds a mottos such as:Adds a refreshing relish to refreshing relish to every form of exercise.every form of exercise. 4 4successful strategyTransnational and local Marketing Sell good quality productsLower the cost of the productReasonable use of celebrityDevoting social activitiesThanks！